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Global Experience Specialists (GES), a leading provider of exhibition, event and retail marketing services congratulates client Procter & Gamble (P&G) Pet Care on winning a Sizzle award in EXHIBITOR magazine’s 13th annual Sizzle awards competition, which honors tradeshow exhibit promotions.


“P&G’s balanced approach is the most successful promotion our company has ever executed and it has generated the most significant bottom-line benefits of any veterinary conference in our company’s history,” said Bud Most, P&G national events manager. “Our employees, customers and prospects loved it. Our booth was busy during the entire conference. We effectively doubled our qualified leads. Bottom line, the program completely exceeded our expectations.”

P&G Pet Care needed a show-stopping experience to promote its pet food brands at its largest industry event. GES created The Art & Science of Balance, an integrated marketing campaign designed to immerse attendees in the principles of P&G Pet Care’s brand; health, strength and balance.

The campaign included pre-, at-, and post-show touch points to increase brand awareness and leads while driving traffic to P&G Pet Care’s booth and website. The dynamic exhibit design featured interactive components, a large-screen theater, numerous lead stations and fabric panels that visually illustrated the idea of movement and balance.

At-show activities included acrobatic performances and a presentation of the Art & Science of Balance video featuring unique shadow art performances by internationally acclaimed Pilobolus Dance Company.

Staff training and lead measurement stations helped P&G Pet Care collect more than 900 new leads and 200 more qualified leads than the previous year’s show. Post-show thank you email and post cards reinforced the brand message and drove traffic to its website for additional product information.

Sizzle award judges applauded the successful balance of education and entertainment, and the direct connection between the balance theme and the brand itself.

“It’s not easy to create both an eye-catching video and booth theme that’s also tied closely to a brand or brand message,” said one judge. “P&G found the perfect way to relay its ‘balance’ message in a memorable, entertaining manner, and the execution was spot on.”

“Working with P&G Pet Care has been a really rewarding experience,” said Mark Rogers, GES vice president of new business . “It’s a professional privilege to partner with a company that embraces highly creative ideas and understands the value of a fully integrated marketing program. Companies that understand the importance of a holistic, on-brand experience will always reap the rewards and collect stellar measureable results.”

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